Micromax which was launched only five years ago, has taken the pole position in the Indian market—the second largest in the world in terms of handset sales—by undercutting the prices of Samsung and other international brands.

In the April-through-June quarter Micromax’s market share reached 17% of the Indian market compared to Samsung’s 14%, according to Counterpoint Technology Market Research, a research and consulting company based in Hong Kong.

Samsung, the world’s largest cellphone company by sales, is facing tough competition from Micromax and other Indian handset sellers. The South Korean company lost its top spot in terms of handset volumes as it has shifted its focus to smartphones and away from the less-expensive feature phones, said Neil Shah an analyst at Counterpoint.

Micromax has been more successful than most at targeting the Indian consumer. In the past five years it has come out of nowhere by investing heavily in advertising, distribution and developing a portfolio of relatively inexpensive handsets for Indians.

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